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How to set up campaigns for the Google Display Network? B i i th Bringing the S Science i off S Search h tto the th Art A t off Di Display l

14.10.2010

Google Confidential and Proprietary


Ensuring that you take the best approach How can I measure my results?

How can I optimize for performance?

How o many a y keywords ey o ds a and d ad groups should I have? What type of targeting should I use?

How do I select Placements, Categories or Keywords? What tools can help me plan effectively?

Google Confidential and Proprietary

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Display Advertising with Google – Agenda The Google Display Network • Overview & Goals

Ad Creatives • Text, Display, CTP Video

Bidding • CPC vs. CPM

Putting it into Practice • Set Up • Measuring & Optimizing GDN Campaigns References and further information Google Confidential and Proprietary

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The Google Display Network O Overview i & Goals G l

Google Confidential and Proprietary 4


The Google Display Network Relevant

Key Facts

Targetable

Measurable

Top Partners

• > 2.8 M Unique Visitors / Month • > 75% Internet Reach • 1000s of Websites

Users are reached in the relevant Environment. Google Confidential and Proprietary

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The Google Display Network: Presence on premium sites with large reach‌

Premium Sites Google Confidential and Proprietary

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‌ and on themed Niche Sites

Premium Sites

Niche Sites Google Confidential and Proprietary

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Be present where your target group is

st채dtereise

St채dtereise-Blog

hotels berlin

Hotelbewertungen

Google-Search

Reiseseite

Sehensw체rdigkeiten

Google Display Network Google Confidential and Proprietary

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Possible Goals of Display Campaigns – Examples

Emotion

Conversions

Innovation

Search- & Website Traffic

Brand

Interaction

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Different Targeting Options for different goals Branding

Direct Response

1. Placement

2 2. C Category t

3. Contextual Musik

DSL

Handy

Urlaub

Versicherung Food&Drink Google Confidential and Proprietary

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Ad Creatives T t Display, Text, Di l CTP Video Vid

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Google AdWords Ad Formats Text Ads

Image Ads

Click-to-Play Video Ads

Google Confidential and Proprietary

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Standard Creative Formats and Sizes Sk Skyscraper (120 x 600)

Leaderboard (728 x 90)

Wid Skyscraper Wide Sk (160 x 600)

Banner (468 x 60)

Square (250 x 250)

Medium Rectangle (300 x 250)

Small Square ((200 00 x 200) 00)

Large Rectangle (336 x 280)

Google Confidential and Proprietary

http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=97526

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Tip 1: Make sure to build your creatives to comply with our Specs & Policies upfront

No Trick to Click

max 50k File Size

Google AdWords Image Ad Guidelines

Must be „Famiy Safe“

max 30 sec Animation Length

Google Confidential and Proprietary

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Tip 2: Evaluate use of Display Ad Builder

Customize all images, background & font colors, call to action text, and logos Google Confidential and Proprietary

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Bidding CPC vs. CPM

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Your bidding options

Smart Pricing CPM

CPC

Focus: Visibility

Focus: Traffic

Automatically lowers bids based on expected performance on the respective page

Google Confidential and Proprietary

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Different bidding methods for different goals

CPM Placement targeting

Branding

CPM Category targeting

CPC Placement targeting

CPC Category targeting

CPC Contextual targeting

Direct Response

Google Confidential and Proprietary

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Putting it into Practice S t Set-up, O ti i i GDN C Optimizing Campaigns i

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1. Placement Targeting

1 Pl 1. Placement Possible Campaign Goals

2. Category g y

• Reach • Presence on defined Sites • Branding • Awareness • Brand B dA Association i ti 3. Contextual • Brand Recognition • Drive Search Volume • ... Musik

DSL

Handy

Urlaub

Versicherung Food&Drink Google Confidential and Proprietary

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1. Set up a Placement Campaign...

1. Choose Targeting

2. Choose Bidding

Google Confidential and Proprietary

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Implement Placements

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Choose placements with Google Ad Planner Massive scale • Millions of data points countries, 20+ languages • 40+ countries

Increased visibility • Audience discovery • Visibility beyond the most common sites

Publisher Center • Publisher data contributions • Publisher shared Google Analytics data for traffic statistics

Fast execution • Extensive research in just minutes • Create media plan in few simple clicks

Find more information on www.google.com/support/adplanner/ Google Confidential and Proprietary

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2. Category Targeting

Placement Pl Possible Campaign Goals

2. Category g y

• Targeted Reach • Presence on defined Verticals • Awareness • Drive Website Traffic • Drive Di S Search hV Volume l Contextual • ...

Musik

DSL

Handy

Urlaub

Versicherung Food&Drink Google Confidential and Proprietary

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Choose From Over 1750 Topics and Sub-Topics Luxury Auto Sites

Automotive >> BMW Automotive >> Lexus Automotive >> Mercedes-Benz

40+ auto sub-categories Personal Travel Sites

Travel >> Adventure Travel Travel >> Air Travel Travel >> Vacation Destinations

20+ travel sub-categories Luxury Goods Shopping >> Luxury Goods Shopping >> Gems & Jewelry

20+ Shopping sub-categories Golf Sites

20+ sports sub-categories Sports >> Golf

Google Confidential and Proprietary


Set up a Category Campaign...

1. Choose Targeting

2. Choose Bidding

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Implement Categories via AdWords Editor

http://www.google.com/support/adwordseditor/bin/answer.py?ans wer=156178

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3. Contextual Targeting

Placement Pl Possible Campaign Goals • Highly Targeted Reach • Presence on defined Themes • Drive Website Traffic • Drive Search Volume • Drive Conversions • ...

Category g y

3. Contextual Musik

DSL

Handy

Urlaub

Versicherung Food&Drink Google Confidential and Proprietary

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How Your Ad Is Matched To A Publisher

Keywords Negative Keywords Geo Targets Language Targets Ad Schedule

Keywords

Text Ads

Negative Keywords Geo Targets Language Targets Ad Schedule

Geo Targets Language Targets Ad Schedule

Keywords Negative Keywords Geo Targets Language Targets Ad Schedule

Keywords Negative Keywords Geo Targets Language Targets Ad Schedule

Ad Group 3

Text Ads

Ad Schedule

Negative Keywords

Text Ads

Ad Group 6

Language Targets

Keywords

Text Ads

Ad Group 9

Geo Targets

Ad Group 2

Text Ads

Negative Keywords

Ad Group 5

Ad Group 4

Text Ads

Keywords

Text Ads

Ad Group 8

Ad Group 1

Text Ads

Ad Group 7

Ad Matching

Text Ads

Keywords Negative Keywords Geo Targets Language Targets Ad Schedule

Keywords Negative Keywords Geo Targets Language Targets Ad Schedule

Keywords Negative Keywords Geo Targets Language Targets Ad Schedule

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Think of Content Ad Groups as Search Keywords

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Define Contextual „Themes“ and set up Keyword AdGroups

Keywords should describe a theme which is also the theme of the sites where you want to position your Ads Direct

Complementary

Audience

fferien i urlaub reise ...

wiener staatsoper wien oper ...

fernbeziehung liebe partnerschaft ...

Google Confidential and Proprietary

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Finding Ad Group Themes: Wonderwheel

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Keyword Building: Defining Your Ad Groups

Create new ad group g p “Croatia hotels� 33

Tight Keyword List:

Cast A Wide Net:

Very specific keyword lists avoid targeting ambiguity

Many Ad Groups ensure you target more interested users Google Confidential and Proprietary


NEW! Contextual Targeting Tool

yoga mats

Google Confidential and Proprietary


Will be located under “Opportunities� in AdWords

Google Confidential and Proprietary

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Start Your Campaigns & Optimize

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Optimize Your Campaigns! Placement – Category - Contextual Recurring process (e.g. every week) Placements with separate bids

Start campaigns (1 2 weeks) (1-2 k )

Networks Tab

Exclude placements

Book placements to separate campaigns

Google Confidential and Proprietary

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Use the AdWords „Networks“ Tab („Werbenetzwerke“) to identify Optimization Opportunities

Google Confidential and Proprietary

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One last thing: Enhanced Online Campaigns...

Campaigns:

Campaigns p g

New!

Ad Groups:

Keywords

Keywords +

Placements / Categories

Placements Networks:

Content Network

Content Network

Now: A single online campaign type to manage all search and content network advertising. Google Confidential and Proprietary

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Create Enhanced Online Campaigns by optimizing your Content Campaigns 1. Use keywords to further refine targeting on placements you select.

Placement: CNN.com

Page Content: technology news, tech marketing, online video, paramount

Result: target just technology pages on CNN.com. Google Confidential and Proprietary

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Create Enhanced Online Campaigns by optimizing your Content Campaigns 2. Use placements to further refine targeting on automatic placements.

Keywords

Pages Matching Your Keywords

Placements

Pages on Placements You Target

• Use keywords to contextually target the entire content network • Set placement-level bids for contextual matches on individual sites

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GDN Resources & Further Info

Google Confidential and Proprietary

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Best Practices & Tips to Maximize Your ROI Second Edition – July 2010 43


GDN Best Practices Summary: Top 10 tips If you remember nothing else, remember these 10 best practices‌ Build a strong foundation: Set your campaigns up for success from the start p Targeting g g types: yp Use Keyword y targeting g g for ROI and Placement targeting g g for branding g 1. Optimal

2. Divide and conquer: Manage search and content campaigns separately to customize content keywords, placements, bids, and budgets 3. Track conversions: Set up Google conversion tracking before running a content campaign Guide your consumer: Make it easy for people to respond to your offer 4. Drive action: Use call-to-action phrases in your ad to reference a desired action post-click 5. Customize: Link your ad to customized landing pages that match the information in your ad 6. Remove distractions: Provide an easy path for users to purchase or receive the product or offer in your ad on the landing page Track,, tune,, and prune: p Monitor p performance and adjust j along g the way y 7. Evaluate: See where your ads are showing in the Networks tab in your account or with a Placement Performance Report (PPR) and spend more time evaluating sites that make up 80% of your spend

8. Extend: Note where your ads are performing well and create similar ad groups and placements to reach additional high potential areas of the network

9. Refine: Decrease bids on poor performing placements, exclude undesired placements, and add negative keywords to refine targeting 10. Auto-pilot: Use Google's Conversion Optimizer to automatically manage bids and spend at the site level to reach your CPA goal

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Videos on YouTube further explain GDN

http://www.youtube.com/user/GoogleBusiness

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US Display Network Overview & Future of Display

www.google.com/adwords/displaynetwork/

www.google.com/adwords/watchthisspace/live/ Google Confidential and Proprietary

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Thank You! Q&A

Google Confidential and Proprietary 47

How to set up GDN campaigns  

How to set up GDN campaigns Google Confidential and Proprietary

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